Joy is BMW.

[NarutoRamen]

Because he still owns that car and will do so for quite some time. You know, it's not all black-and-white...


Best regards,
south

I'm glad someone else besides me always points this out. LOL. Everyone bashes Betty right away, but no one has even read all the posts from him/her. LOL. I still don't know if Betty is a guy or a girl, but out here Betty is a female name.

 

[Sunny]

Lol, with a moniker so close to 'Betty Swollows', I doubt he is a chick. But he probably has an ex by that name.

And even if he doesn't own an M3 ( I am not saying he doesn't), how the heck is it anyone's business if he uses one for his avatar? I don't own a CGT and defnitely not a McLaren F1. He could be a fan of M3 and not agree with BMW's every move.

 

[Betty Swollocks]

Good for you. Now you can leave BMW behind ... and all of your frustrations as well ...

Why do you still have BMW avatar though?

Because I still own a (quite fantastic) BMW M3.

Unfortunately that looks like it will be the last great M car for some time (I do have faith that BMW will not lose it completely and will one day make a desireable M car).

I really cannot understand why you and certain other people are SO sensitive to ANY criticism of BMW at all! Let me set the record straight. I think BMW make very good cars, but the direction M is going is just not for me. So whilst I had every intention of ordering the F10 M5, the fact that it is going to be an 560i in all but name means it's not an automatic choice for me. It doesn't mean I won't get a 530d M Sport (which I think will be the pick of the range), but this is the first time I've ever known it where I did not DESIRE the M version of one of BMW's models. The reason? It doesn't look like they will be special enough to justify the premium over more mundane models.

You don't seem to realise, or care (or maybe you just don't read my posts) but I have been a BMW fan for as long as I can remember, but their current direction for M is just not for me. BMW are free to do what they want. I am free to do what I want. But they have to accept that this AMG style of putting the same engine in multiple models is going to lose them customers, and I am one of them.

 

[Betty Swollocks]

I'm glad someone else besides me always points this out. LOL. Everyone bashes Betty right away, but no one has even read all the posts from him/her. LOL. I still don't know if Betty is a guy or a girl, but out here Betty is a female name.

Well, it's nice to know somebody reads my posts and see's where I am coming from.

P.S. I am a guy.

 

[Betty Swollocks]

Lol, with a moniker so close to 'Betty Swollows', I doubt he is a chick. But he probably has an ex by that name.
He could be a fan of M3 and not agree with BMW's every move.

My name is a spoonerism of 'Sweaty Bollocks'.

And that is exactly how I feel. I am STILL a fan of BMW, but I do not agree with their every move. I am frankly amazed at the level of stubborn pig-headedness from some members who refuse to see anything bad about BMW.

 

[NarutoRamen]

Well, it's nice to know somebody reads my posts and see's where I am coming from.

P.S. I am a guy.

LOL, dude, I know you're a guy. We've all referred to you as a He. I was just F__king with ya since everyone else is giving you a hard time as well.

 

[Human]

The JOY ad started running in my country RSA this week. Very nice indeed and joyful!

 

[Mr Robert]

They are doing it here as well. Quite lame as they decided to translate it...

 

[SCOTT27]

The idea was to proclaim the feeling you get when you drive a BMW , any BMW.
The typical BMW formula of rear wheel drive, perfect weight distribution , powerful and efficient engines and the way the car drives always puts a smile on your face well my smile always expands as soon as hit the M button in my M5 Touring when straying onto the fast lane of the autobahn.

"The Ultimate Driving Machine" and "Sheer Driving Pleasure" are all about the car with "Joy" it combines both the car and how you feel.
And BMW want to relate to the personal attributions of the BMW experience from the owners perspective.

 

[NarutoRamen]

...my smile always expands as soon as hit the M button in my M5 Touring when straying onto the fast lane of the autobahn.

Sure, just rub it in our face why don't you.

 

[AdvEvo]

Eni i am saving money the GT3 wil arrive. The money is certainly not gonna be spend to a Turbo ///M car.

For now the E90 M3 and 130i will do ok. They are proberly the last bmw wich gives me the joy feeling.

I am curious about the M3 will it have turbo and maybe a 1 serie ///M when they come out the E90 M3 needs to be replaced the choice is at ///M headquarters if they get my money or not. If it s turbo i am gone.

 

[Deleted User 18755]

Joy or Gorgeous ... its too gernic

This ad format has been done before by Jaguar. Sorry, but I find the Joy ad too generic. Its like watching P&G and Unilever soap ads - little difference. BMW needs a more distinctive ad style!

Jaguar - Gorgeous commercial

 

[Betty Swollocks]

This ad format has been done before by Jaguar. Sorry, but I find the Joy ad too generic. Its like watching P&G and Unilever soap ad. BMW needs a more distinctive ad style!

Jaguar - Gorgeous commercial

I'm not a fan of the BMW Joy commercial either, but I dare not say anything. It seems that anytime I say anything bad about BMW I am a troll.

 

[Mr Robert]

I feel that the JOY commercials only serve as a stepping stone away from what BMW used to stand for.

 

[Sunny]

I feel that the JOY commercials only serve as a stepping stone away from what BMW used to stand for.

Yea, it is a far cry from the 'Ultimate driving machine' commercials. Like a bunch of metrosexuals took over BMW.

 

[rollo]

Yea, it is a far cry from the 'Ultimate driving machine' commercials. Like a bunch of metrosexuals took over BMW.

Absolutely agree, pathetic is the kindest I can come up with......

 

[EnI]

?????


I guess you guys don't differ image campaign from product ad campaign.

And btw, joy (Freude) has been there forever - in "Freude am Fahren".

In English word pleasure is usually used instead of "Freude" : "Sheer Driving Pleasure" - which is official BMW international slogan.

Although joy is more proper translation for Freude.

BMW has always been about joy when driving a BMW car. Freude am Fahren, Sheer Driving Pleasure, Joy in Driving, etc

Ultimate driving machine? This slogan is limited to very few markets - mainly to US & UK ones.

And this slogan is actually a step away from BMW original philosophy: Freude am Fahren (Sheer Driving Pleasure) .... joy while driving a BMW.

So, associating joy with BMW isn't new at all - even more: it's tradition & actually a core BMW association. BMW = joy.

BMW bringing joy to you - creating a smile / grin on your face when driving it.

It's that simple. Pure & core BMW. Joy = BMW.



*****


IMO "Ultimate Driving Machine" slogan is bad for BMW - since it implicates superior performance -> the brand & the cars being on par with eg. Porsche ... which never really has been the case. And therefore - especially in these times - that slogan is a bit too misleading. Espacially when BMW competes more with MB and not directly with Porsche.

I prefer the original slogan: Freude am Fahren / Sheer Driving Pleasure - which has much broader & true meaning - not necessary limited to performance but also to other characteristics (eg. driving involvement, precise steering & handling, good feedback from the car, good connection with the car etc).

 

[Deleted User 18755]

I guess you guys don't differ image campaign from product ad campaign.

And btw, joy (Freude) has been there forever - in "Freude am Fahren".

In English word pleasure is usually used instead of "Freude" : "Sheer Driving Pleasure" - which is official BMW international slogan.

Although joy is more proper translation for Freude.

BMW has always been about joy when driving a BMW car. Freude am Fahren, Sheer Driving Pleasure, Joy in Driving, etc

Ultimate driving machine? This slogan is limited to very few markets - mainly to US & UK ones.

And this slogan is actually a step away from BMW original philosophy: Freude am Fahren (Sheer Driving Pleasure) .... joy while driving a BMW.

So, associating joy with BMW isn't new at all - even more: it's tradition & actually a core BMW association. BMW = joy.

BMW bringing joy to you - creating a smile / grin on your face when driving it.

It's that simple. Pure & core BMW. Joy = BMW.
-------------------------------------

While I can sees a tentative link with BMW history, the emphasis has moved drastically from the implied euphoria of "ultimate driving machine" to "watered-down joy". As many have said, its limp.
BMW could just as easily claim a link with "sky", and run "sky blue thinking" ads, linking to the blue in the BMW roundel and the aero engine past but it will also not do justice to drving a BMW. BMW needs more distinction and a far stronger brand beyond "joy".
Furthermore the "jump for joy" ad is uninspiring and immature for BMW - in the style of a manufacture of cheap hatchback cars - its comes across as a cheap gimmick to sell utility. Its the word "joy" which is the problem, a better word is needed.

 

[Betty Swollocks]

?????


I guess you guys don't differ image campaign from product ad campaign.

Here we go. Yet again "we don't get it".

Well, we, the customer is saying it's "limp". End of story.

 

[EnI]

Yes, YOU don't get it. Sorry.

You have a right to disagree with the campaign & find it silly etc but that does not waash out your ignorance.

As said: it's not a product campaign, but BRAND image campaign.

BMW is far from being a performance oriented brand. Perhaps in some markets (namely US) but elsewhere people also drive 18i, 18d, 20d, 20i models which are not pinnacle of performance.

BMW brand (and cars) has always been about driving pleasure - about joy you feel when driving a BMW, being a BMW driver. Regardless of power featured. Being that M or 16d.

So, some of you who are obsessed with idea BMW being kind of Porsche fighter: you are wrong.

Perhaps some specific model (eg. M3 CSL) was close to Porsche performance, but that was rather an exception than a rule.

VAST MAJORITY of BMW customers around the world don't care just about performance - yes, for some & for some models it is important, but it's not all BMW is about.

BMW is about driving pleasure. It has a certain specific BMW feeling when driving a BMW car. Something no other carmaker haven't copied across the line yet - yes, they offered one or two on par models but that's it.

Perhaps sometimes in the past people bought BMW due performance - but not very much today. BMW brand has evolved a lot - not being only adolescentish wild brand / car. It now caters to many different tastes now, not only to hardcore driving aficionados. Those are important but not the major customer target group anymore.

Brand repositioning? Not really.
Wattering down? Perhaps.

It's just adaptation to current (and future) tastes of customers. Majority of them. Catering only to a niche hardcore driving aficionados isn't enough anymore.

Sure core BMW values will still be the same (dynamism, power, driving pleasure, sporty nature etc) but will evolve together with customer needs.

Mind that majority of BMW customers would like to see even more comfortable & less stiff BMW cars. Yet BMW are not addressing these needs completely - since that could hurt BMW core values.



*****


I can understand the frustration some of you are experiencing right now when BMW are catering to different tastes (X6, 5er GT, X1 etc) - while not offering some "affordable" racing-like car for masses.

Sure there will be some - but today this role is passed to VW Golf R, Ford Focus RS, Mitsubishi Lancer Evo, Subaru Impreza WRX etc.

BMW brand is maturing. Don't expect 3er to be compared to E30, or 5er to E34 anymore.